Abstract
This paper explores the use of basic forecasting techniques within a campaign management context. It describes some potential areas where forecasting could be applied and the basic techniques that could be used.
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Doyle, S. Business application of forecasting with a campaign management content. J Database Mark Cust Strategy Manag 12, 87–93 (2004). https://doi.org/10.1057/palgrave.dbm.3240244
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DOI: https://doi.org/10.1057/palgrave.dbm.3240244